www.ijcrt.org © 2018 IJCRT | Volume 6, Issue 1 January 2018 | ISSN: 2320-2882 IJCRT1705346 International Journal of Creative Research Thoughts (IJCRT) www.ijcrt.org 700 DETERMINANTS OF CUSTOMER-BASED BRAND EQUITY IN BANKING SECTOR– A STUDY RAMBABU LAVURI, MBA(UGC - JRF, NET), MA, PGDSRD-NIRD, (PH.D) DEPT. OF BUSINESS MANAGEMENT, OSMANIA UNIVERSITY, HYDERABAD ABSTRACT Now a day's many of the financial institutions and banking sector are using strategic branding for capturing customer attention in long run, so Banks must adopt various types of strategic planning towards develop a positive perception in the minds of customers. For that, developing and implementing customer centric strategies, banks need to provide a consistent strategic brand experience to prevent customer from switch out to other competitive banks. In order to understand customer perception towards banking sector, there is a need to understand customer based brand equity and its major determents. The current research paper deals to identify the various determinants of customer-based brand equity in the banking sector. For this purpose, a structured questionnaire was developed and a sample of 140 respondents was taken from the banks customer of Hyderabad only, and tested by the correlation analysis and multiple regression by using SPSS 20.0 Version. Correlation analysis was conducted on the study variables and the results indicated that there are strong, positive and significant relationships between demographical variable and Determinants of CBBE, and The multiple regression results showed that Brand verdict, brand felling and brand performance have significant influence on the banking customers. Keywords: Brand equity, Banking sector, Brand verdict, Brand felling, Brand performance, CBBE INTRODUCTION Customer-based brand equity (CBBE) is a way of assessing the value of a brand in customers' minds. The CBBE concept approaches brand equity from the perspective of the consumer, whether the consumer is an individual or an organization or an existing or prospective customer. The basic premise of the CBBE concept is that, the power of a brand lies in what resides in the minds and hearts of customers. The challenge for marketers in building a strong brand is ensuring that customers have the right type of experiences with products and services and their accompanying marketing programs so that the desired thoughts, feelings, images, beliefs, perceptions, opinions, and experiences become linked to the brand. Mainly it refers, The value consumers associate with a brand, as reflected in the dimensions of brand awareness, brand associations, perceived quality , brand loyalty and other proprietary brand asset. The differential effect of brand knowledge on consumer response to the marketing of the brand. Brand knowledge is the full set of brand associations linked to the brand in long-term consumer memory. Building brand equity requires creating a familiar brand name and a positive brand image i.e., favourable, strong, and unique brand associations. Strategies to build customer-based brand equity can be both in terms of the initial choice of the brand identifiers (brand name, logo, and symbol) and how the brand identifiers are supported by and integrated into the marketing program. Two basic approaches can be outlined as to how to measure customer-based brand equity: 1) The indirect approach measures brand knowledge (brand awareness and elements of brand image) to assess the potential sources of brand equity; and 2) the direct approach measures the effects of the brand knowledge on consumer response to marketing activity. Rust, 2004). Brand equity may be defined as a set of elements, such as brand associations (BASs), market fundamentals and